Cannabis brands are tackling loyalty challenges with creative solutions

In a market as rapidly growing as cannabis, one might assume that customer loyalty is a given. However, with an influx of products, fluctuating regulations and changing consumer priorities, cannabis companies face significant challenges in retaining loyal customers. A recent analysis sheds light on why loyalty is difficult to achieve and how the industry is dealing with it.

Why loyalty to cannabis is a struggle

Unlike other industries, cannabis is subject to a labyrinth of regulations that vary from state to state and limit how brands can advertise and target customers. This results in a fragmented experience where consumer loyalty is often tied to availability rather than affinity. Additionally, the sheer variety of products—from flowers to edibles to topicals—means customers often experiment rather than stick to one brand or product.

Another factor is price sensitivity. Many consumers prefer pharmacies with the lowest prices, often neglecting brand loyalty. Combined with inconsistent product availability and quality across pharmacies, the industry is finding it difficult to build lasting relationships.

Strategies for Building Loyalty

Cannabis companies are responding with creative strategies to attract and retain customers. Loyalty programs are becoming a powerful tool. Brands offer points for purchases, discounts or exclusive perks to incentivize repeat visits. Personalized marketing powered by data analytics also helps brands understand and respond to consumer preferences.

Education is another cornerstone of loyalty building efforts. By demystifying products and providing expertise, companies can build trust and position themselves as reliable sources. Experiential marketing like pop-ups and events allow brands to connect directly with consumers and build emotional connections.

The way into the future

As cannabis matures, driving loyalty requires a mix of innovation and consistency. Brands that focus on customer experience, transparency and value are likely to be successful in turning one-time buyers into lifelong advocates. The challenge is great, but the solutions are as diverse as the cannabis market itself.